A Working Mom Despairs of Her Inconsiderate Teens in the Latest Tale of Ikea's Modern Sweden

Another Gritty Tale of Family Life From Akestam Holst and Martin Werner

Published On
Aug 21, 2017

Editor's Pick

Ikea's Swedish campaign, "Where Life Happens," continues to impress with its tales of gritty, real-life families in modern Sweden. Having previously featured divorced parents, adopted kids and angry teens, the latest ad focuses on an exhausted working mother who comes home to find chaos reigning in her apartment.

A bunch of teens (it's not clear if they're all her kids) ignore her while glued to their different screens, seemingly lazing around while dirty dishes and half eaten food and drinks lie around the house and bags block the hallway. Whereas in a less brave ad portraying this scenario, mom might have rolled her eyes and told them to clean up, in this one it seems clear she's on the edge of breakdown: with a look of despair, she drops her shopping bags and marches out of the front door, where she leans against the balcony of the apartment block, head in hands. (The title of the ad is "Enough.")

The twist, of course, is that the teens aren't as inconsiderate as they seem; soon, they're washing up and unpacking her bags, and even putting flowers on the table. As always with these spots, the product placement -- an Ikea kitchen pot and bowl -- is there, but subtle and unobtrusive to the story. The soundtrack, "Life Is," by Rudy, is an additional excellent music choice.

The spot is once again crafted by the agency/director combination of Akestam Holst and Bacon's Martin Werner.


Aug 21, 2017
Brand :
Client :
Agency :
Åkestam Holst
Creative Director :
Magnus Jakobsson
Agency Producer :
Leila Widgren
Art Director :
Jesper Holst
Copywriter :
Mark Ardelius
Production Company :
Bacon STH
Producer :
Petra Johansson
Director :
Martin Werner
Director, Photography :
Marcel Zyskind
Editor :
Nicolaj Monberg
Post Production :
Bacon X
Colorist :
Hannibal Lang
Sound Designer :
Adrian Aurelius

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